China’s Domestic Tourism Sees Steady Growth in Q1 2026

China’s domestic tourism market maintained stable growth in the first quarter of 2026, with rising visitor numbers and steady consumption, according to survey data released by the Ministry of Culture and Tourism.

In the first three months of the year, Chinese residents made 1.901 billion domestic trips, an increase of 107 million compared with the same period last year, representing a 6.0 per cent year-on-year rise. The breakdown shows that urban residents accounted for 1.403 billion trips, up 6.5 per cent, while rural residents recorded 498 million trips, a rise of 4.6 per cent.

Total domestic tourism spending reached 1.86 trillion yuan, a year-on-year increase of 2.9 per cent, equivalent to an additional 50 billion yuan. Urban residents contributed 1.53 trillion yuan to the total, up 3.5 per cent, while rural spending stood at 320 billion yuan, a modest increase of 0.4 per cent.

The figures reflect a sustained recovery in household travel demand, supported by improved supply, diversified leisure options and stable consumer confidence across the country. The continuing expansion of both urban and rural tourism indicates that leisure travel has become an integral part of Chinese people’s daily lives, with short-distance trips, urban leisure and rural getaways remaining particularly popular.

Industry observers note that the growth in visitor volume has outpaced the rise in overall spending, pointing to a more rational consumption pattern and a broader base of participants. Lower spending growth among rural residents also suggests further potential for consumption upgrading in less developed regions, as infrastructure and service quality continue to improve.

The Q1 performance builds on a strong start to the year, including a record-breaking Spring Festival travel period, which saw 596 million domestic trips and total spending of more than 800 billion yuan during the holiday. The steady quarterly data underline the important role of tourism in boosting domestic demand and driving service sector growth.

With more high-quality tourism products, improved public services and integrated cultural and tourism initiatives being rolled out nationwide, the domestic market is expected to continue its stable and healthy development throughout 2026.